THUMBPRINT by Publicis London for Procter & Gamble

THUMBPRINT

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United Kingdom
Agency Publicis London
Executive Creative Director Adam Kean, Tom Ewart
Creative Director Noel Sharman, Steve Glenn
Art Director Dave Hillyard
Copywriter Ed Robinson
Typographer Bryan Riddle, James Grubb
Released October 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: PROCTER & GAMBLE
Product/Service: FIRST DEFENCE HAND SANITISER
Agency: PUBLICIS
Date of First Appearance: Oct 23 2009 12:00AM
Entrant Company: PUBLICIS, London, UNITED KINGDOM
Art Director: Dave Hillyard (Publicis London)
Copywriter: Ed Robinson (Publicis London)
Executive Creative Director: Tom Ewart (Publicis London)
Executive Creative Director: Adam Kean (Publicis London)
Creative Director: Noel Sharman (Publicis London)
Creative Director: Steve Glenn (Publicis London)
Typographer: James Grubb (Publicis London)
Typographer: Bryan Riddle (Publicis London)
Media placement: Press Campaign - 1 Spot - UK National & Regional Press: Metro/NOTW/Sun/Times/Guardian/Observer - 23/10/2009

Results and Effectiveness
Sales of First Defence Hand Foam went up 99%

Creative Execution
Every day in the UK, millions of people use Public Transport to get into work. Every day millions of people buy a newspaper. (Or pick up a free one.) They read it on the train or bus. Then, discard it. Put it on the back of their seat. In a luggage rack. On the floor. Every day, millions of people pick up newspapers someone else has already read. Licked their fingertips to turn the pages. Sneezed into. So that’s where we decided to put our advert. And tell them the shocking news: you can catch a virus from a newspaper someone else has touched.

Insights, Strategy & the Idea
We acted on three Key Facts during the Swine Flu scare. a) People were more receptive to messages if they saw them at a place where they feared they might be infected. The School Gates, for example. A Doctor’s office. An elevator. Or, in this case, on a train. b) People were aware that sneezing on a train spreads germs. But they were less aware that objects touched by the infected were just as dangerous. Door handles. Railings. Or newspapers. c) The number one spreader of flu is the fingers. If you touch an object that someone infected has touched, the chances are, you’ll catch their illness. And germs stay alive on objects for hours. Not minutes.